UK viewers have been the quickest to embrace on-demand TV

UK viewers have been the quickest in Western Europe to embrace on-demand TV, while Italians watch more TV overall than any other nationality in the region, according to new research.

Overall daily viewing time of linear TV has continued to decline in the UK, but factoring in online and on-demand services the time spent watching content actually increased, according to research house IHS Markit.

In terms of overall daily time spent watching TV, Italians topped the heap in western Europe, with an average of 280 minutes. Averaged out across all Italian households, the non-linear average was just 18 minutes.